Brands need to strike the right note
When addressing boomers, brands need to leave stereotypes behind - because two-thirds of them don't want to be specifically addressed as "older". Around 75 percent of those over 55 believe that age is a question of attitude rather than physical features. Accordingly, two-thirds of the boomers surveyed prefer brands that are not targeted at a specific generation. On the product level, however, this generation wants companies to tailor their products and services much more closely to their needs. For example, nearly half of those 55 and older agree with the following statement: "I expect my favorite brands to adapt their products and services to fit me as I get older." For brands, this tension will mean finding the right balance between universal communication and age-appropriate offerings in the future.
Brand communication can overcome generation gaps
As early as 2020, the Havas Prosumer Reports revealed a growing rift between the generations. The main points of contention are climate change and younger generations' feelings that their future - economically and environmentally - is in a bad way. While Millennials credit Boomers for the activism of their youth, a significant proportion are willing to blame the older generation for a range of ills, including resource depletion through overconsumption (40%), environmental damage (29%), and debt among younger generations (25%).
This discord is compounded by the fact that both generations are increasingly living culturally separate lives, which means that there is less knowledge about and understanding of each other. Thus, the younger generation surrounds itself largely with user-generated, global content and codes that are not accessible to the boomer generation.
"Brands today are well advised to address the tensions between generations in order to identify the greatest possible common denominators. This is especially true for broad-based brands - because with cross-generational themes, brands can not only help reconcile generations, they can play into the relevant set of both younger and older people," explains Sandra Onofri, Group Strategy Director at Havas Germany.
The Havas Prosumer Report "The Future of Aging" is part of a study that Havas has been conducting for more than 16 years. The report is based on a global survey of nearly 12,000 people in 28 markets, with a focus on so-called prosumers, the leading influencers and market shapers of tomorrow.